Forevermark slated to be repositioned as jewellery brand without the De Beers identity

Top executives from the mining giant revealed in a letter addressed to Forevermark partners that the company will also step away from using the De Beers name, a reversal of the rebranding effort undertaken three years ago

Mumbai: In a significant shift in strategy, De Beers’ Forevermark announced that it will no longer supply loose diamonds. Instead, the company will focus on becoming an India-centric jewellery brand, exclusively selling its products through its own branded stores.

Top executives from the mining giant revealed in a letter addressed to Forevermark partners that the company will also step away from using the De Beers name, a reversal of the rebranding effort undertaken three years ago. The transition is slated to commence in April 2024, with plans for completion by January 2026. 

This move marks a strategic pivot for Forevermark, signalling its intent to consolidate its presence in the Indian jewellery market while distancing itself from its diamond mining origins. “Forevermark has played an integral role in advancing the marketing and retailing of natural diamonds since its inception in 2008,” mentioned De Beers’ brand CEO Sandrine Conseiller and Executive Vice President Paul Rowley in the letter. “As we continue to evolve the brand for a commercially successful future, we have decided that, from January 2026, Forevermark will be refocused only as a jewellery brand,” the letter added.

Forevermark, renowned for its loose polished diamonds, is set to transition to selling finished jewellery—a move reminiscent of a consideration made in 2022 but ultimately dismissed.

David Johnson, Head, Strategic Communication at De Beers, outlined that during the transition phase, Forevermark jewellers will still have access to purchase and sell Forevermark loose diamonds and jewellery. However, starting January 2026, Forevermark jewellery will exclusively grace franchised and wholly owned stores, diverging from its previous availability within other retail outlets.

“There’s really strong recognition of the Forevermark name in India,” Johnson added. “It’s done really well as a brand there. There’s often a lot of interest in what Forevermark is doing in the country. It’s a place where we’re seeing good performance for consumer demand for natural diamonds generally.”

Furthermore, the process of distancing from the De Beers name will kick off in the upcoming months. To spearhead this evolution, seasoned consumer-brand executive Shweta Harit has been appointed as Forevermark’s dedicated Senior Vice President.

These strategic adjustments form part of De Beers’ comprehensive review of its downstream operations, the results of which will be unveiled at the JCK Las Vegas show commencing on May 31. 

Retail Jeweller India News